The opt-out effect: marketing strategies that empower consumers and win customer-driven brand loyalty
Saved in:
| Main Author: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Old Tappan, New Jersey
Pearson Education Inc.
2015
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| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Physical Description: | xv, 244 Seiten Illustrationen, Diagramme |
| ISBN: | 9780134191508 |
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MARC
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Record in the Search Index
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| adam_text | Contents
Acknowledgments.....................................xii
About the Author...................................xiii
Introduction........................................xiv
Chapter 1 The Age of the Customer..................................1
The Empowered Customer................................2
Smart Brands Engage Consumers........................12
Researching Customer Empowerment.....................13
An Omni-Channel World................................14
Connected Consumers Create On-Demand Expectations....18
Socially Empowered Consumers.........................21
Customer-Driven Brand Loyalty........................26
Build Consumer Trust.................................27
Conclusion...........................................31
Chapter 2 The Opt-Out Effect......................................33
Marketers: Advocates or Adversaries..................37
Outbound to Inbound Marketing........................38
The New Strategic Marketing Era: Boundless Marketing.41
Trending Toward Customer Opt-Out.....................44
The Opt-Out Effect...................................46
The Cumulative Effect of Opt-Out.....................48
Classes of Opt-Out...................................51
The Financial Impact of Opt-Out......................53
Considering the Financial Impact of Consumer
Opt-Out on CLV....................................57
Regulatory Involvement and Opt-Out...................58
Conclusion...........................................67
Chapter 3 The New Look of Loyalty.................................69
The Emerging Digital Dimension of the
Customer-Brand Relationship.......................70
Early Customer Relationship Management...............76
XX
Transitioning to a New Paradigm in Customer Loyalty...79
Customer-Driven Brand Loyalty.........................81
The Impact of Experience on Loyalty...................86
Demonstrating Loyalty to Consumers with
Surprise and Delight...............................91
Expectations and Drivers of Customer-Driven
Brand Loyalty......................................93
How Customer-Driven Brand Loyalty Builds
Market-Based Assets..........................,... 100
Market-Based Assets and Customer Lifetime Value..... 104
CLV and Customer Brand Equity....................... 115
Conclusion.......................................... 118
Chapter 4 Customer-Managed Experience..............................119
Customer Centricity: Foundation of CMEx............. 123
Customer Experience: Shaping CMEx................... 124
Customer Engagement: Activating CMEx................ 126
Customer Managed: Enabling Customers
to Manage CMEx................................... 130
Dominant Experience Expectations:
The New Competitive Standard..................... 133
Customer Journeys................................... 137
McKinseys Consumer Decision Journey Model........... 140
McKinsey s New Accelerated Consumer Decision Journey... 144
Oracle’s Customer Experience Infinity Loop Model.....146
Monitoring and Engaging with Customer Journeys.......149
Measuring and Analyzing Customer Journeys............151
Visualizing Actual Customer Journeys.................155
Designing and Building Customer Journeys............ 157
Conclusion...........................................161
Chapter 5 Managing Moments of Truth
and Opt-Out.......................................163
Moments of Truth.....................................163
Anticipating Triggers, or Moments of Need ...........172
Measurements that Matter.............................174
Empowering Customers to Manage the Cost of Brand
Relationships.................................... 183
x
Contents
Opt-In/Out, Up/Down: Empowering Customers
to Manage the Soft Costs......................... 185
Best-In-Class Preference Management Experience...... 188
Conclusion.......................................... 198
Chapter 6 The New Brand Manager
in the Digital Economy...........................201
The Impact of the Digital Economy on Brand
Management.......................................203
The Customer and the Brand Manager
in the Digital Economy............................ 210
Customers as Brand Managers in the Digital Economy..215
Consumer Engagement and Involvement with the Brand.... 219
Brand Managers in a Customer-Centric Digital Economy.... 224
Digital Brand Management............................229
Index................................................ 235
Contents
xi
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| spelling | Smith, Gerald E. Verfasser (DE-588)186975104 aut The opt-out effect marketing strategies that empower consumers and win customer-driven brand loyalty Gerald E. Smith Old Tappan, New Jersey Pearson Education Inc. 2015 © 2016 xv, 244 Seiten Illustrationen, Diagramme txt rdacontent n rdamedia nc rdacarrier Markentreue (DE-588)4168905-7 gnd rswk-swf Kundenmanagement (DE-588)4236865-0 gnd rswk-swf Online-Marketing (DE-588)7706419-7 gnd rswk-swf Online-Marketing (DE-588)7706419-7 s Kundenmanagement (DE-588)4236865-0 s Markentreue (DE-588)4168905-7 s DE-604 Digitalisierung UB Bamberg - ADAM Catalogue Enrichment application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=029121698&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Smith, Gerald E. The opt-out effect marketing strategies that empower consumers and win customer-driven brand loyalty Markentreue (DE-588)4168905-7 gnd Kundenmanagement (DE-588)4236865-0 gnd Online-Marketing (DE-588)7706419-7 gnd |
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| title | The opt-out effect marketing strategies that empower consumers and win customer-driven brand loyalty |
| title_auth | The opt-out effect marketing strategies that empower consumers and win customer-driven brand loyalty |
| title_exact_search | The opt-out effect marketing strategies that empower consumers and win customer-driven brand loyalty |
| title_full | The opt-out effect marketing strategies that empower consumers and win customer-driven brand loyalty Gerald E. Smith |
| title_fullStr | The opt-out effect marketing strategies that empower consumers and win customer-driven brand loyalty Gerald E. Smith |
| title_full_unstemmed | The opt-out effect marketing strategies that empower consumers and win customer-driven brand loyalty Gerald E. Smith |
| title_short | The opt-out effect |
| title_sort | the opt out effect marketing strategies that empower consumers and win customer driven brand loyalty |
| title_sub | marketing strategies that empower consumers and win customer-driven brand loyalty |
| topic | Markentreue (DE-588)4168905-7 gnd Kundenmanagement (DE-588)4236865-0 gnd Online-Marketing (DE-588)7706419-7 gnd |
| topic_facet | Markentreue Kundenmanagement Online-Marketing |
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